Levista Coffee has partnered as the Official Licensed Coffee Partners’ for Chennai Super Kings (CSK), one of the revered teams in IPL. To kick-start this partnership, the brand has launched a new campaign ‘Divided by taste, united by Levista’.
With this campaign, the company aspires/ endeavours to leverage the strong fan base of CSK binding the emotions of being an ardent CSK/ cricket lover coupled with a cup of the aromatic and delicious coffee.
Crafted mainly for the Tamil Nadu market, the TVCs will be broadcasted across GECs, news channels as well as on the digital media properties such as YouTube and Facebook.
The campaign goes live with a series of TVC ads that showcase an intrinsic message of uniting family and friends over a cup of the coffee as they revel in the action packed/ high octane fan fervour of CSK matches. The TVCs showcase the transcending fan base of the team and the product in three interesting scenarios.
The first TVC depicts a new bride in the family who is extremely excited watching the game while the other family members remain “civil” however it is a cup of the coffee which gets the entire family to celebrate together and rejoice.
The next TVC showcase a group of men watching a CSK match when the house owner restrains them; the owner gets refreshed after he is offered a cup of Levista and joins in for the celebrations.
The third TVC witnesses a working woman on a video call in the WFH mode who gets annoyed when her partner expresses his excitement watching a CSK match. After a cuppa, she joins in the celebrations as well.
The brand has also planned various exciting consumer initiatives and contests across digital and radio platforms to engage IPL viewers through contests, trivia, and more.
The brand has further launched a special limited edition ‘Combo Pack’ in its instant coffee range as well as other collector’s worth package with limited edition Thala MS Dhoni and CSK team coffee mug and a Levista Coffee 100 gm coffee, a coveted keepsake for both coffee and cricket fans. Follow Facebook and Instagram pages of the brand to stay updated on contests, giveaways, and the latest happenings around Dream 11 IPL 2020.
Speaking on the launch of the TVCs, S Shriram, VP, marketing and sales, Levista Coffee, said, “The video series are conceptualised to remain eternal and timeless, just as CSK’s legacy remains so. IPL is not just a sporting event but a complete family entertainment while, CSK is an emotion which brings together family and friends to view while enjoying a cup of delectable Levista coffee.”
“Coffee and cricket, both refresh the mind and body. It will bring people together to enjoy and be entertained. Our combo packs with a special CSK coffee mug will further add to the safe, in-home coffee experiences for consumers as they sit back and revel in the IPL excitement this season,” he added.
The brand is headed towards achieving an annual turnover of Rs 100 crore by FY 21-22 and the company believes that their tie-up with CSK will add incredible value in their path towards this notable top-line which will get them to achieve a 5% market share in the instant coffee market in India, according to the company.